Cases in Technology Strategy and Marketing

The purpose of this course is to help students understand how to approach, solve and present business challenges/issues with an emphasis on technology and digital marketing and strategy. Case analyses are intended to facilitate the application of business concepts and theories to real business situations. By solving cases students sharpen analytical thinking and critical decision-making skills. Students also improve presentation skills through presenting analysis and recommendations. By building a strong linkage between theories and real business issues, students will be better prepared to face business issues in their professional career. The topics of this course center on developing critical analysis and decision-making skills, as well as presenting recommendations. The cases used in this course tend to have a marketing and strategy focus, but require analyzing problems cross-functionally (e.g. finance, organization, etc.).

Topics include:

• Introduction to issue analysis process
• Identifying key business challenges/issues
• Cross-functional issue analysis
• Critical decision-making
• Creating recommendations to solve key issues
• Strategic financial analysis of issues
• Developing implementation and contingency plans
• Oral presentation skills

Note: The times shown for this course may be misleading. There are a few lectures during the first weeks of the course before we go over to case presentations. On case presentation days, you will not be required to come for all 4 hours shown in the schedule. During presentation days, you will only be "in class" at your designated time to either present or to ask questions of presenters. In reality, this means you will most likely be in class 1 hour per week in case presentation weeks.

Knowledge:

• Develop sound and comprehensive solutions to business challenges/issues.

Skills:

• Identify critical business issues.
• Analyze issues cross-functionally (i.e. marketing, finance, strategy, etc.) and with the use of theoretical frameworks.

General competence:

• Reflection decision-making in business management.
• Competently present to business management.

Teaching methods:

Lectures, case discussions and presentations (presentations are to be made using PowerPoint or similar). More detailed information concerning the case presentations will be provided at the start of the course. Course requirements:

Satisfactory presentation of up to 3 cases. Passed mandatory exercises are valid for later continuation exams.